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Digital Red Nose Day

Blue State PROJECT
Digital Red Nose Day by Blue State

credits

Title
  • Digital Red Nose Day
Entrant
  • Blue State

About This Project

Summary

Red Nose Day was seeking to transform a declining annual telethon into a more sustainable year round campaign with initiatives spanning a handraiser campaign seeking awareness from those looking to raise funds for Comic Relief, a winter appeal, pre and post Red Nose Day (RND) activity and Sport Relief promotion in May and September.The audience with a focus on schools, families, workplaces and community fundraising groups. We wanted to shift from a static model into a test and learn approach.

Goals & Objectives

Comic Relief appointed us in their mission to build more agility and testing into their supporter acquisition and digital income model. The overall objective was to take a more long term approach to the campaign creating a more sustainable approach for supporter growth and revenue.

Results & Impact

With a media budget of £438k we raised over £1.5m. Return On Ad Spend (ROAS) was 3.4:1 reaching a peak of 12.5 and £1M+ income on Red Nose Day. For the first year in 12 years, Comic Relief raised more from digital fundraising and across the event - over £40m - a 13.5% YOY increase.

the team

Cassie Hayes
  • Digital Marketing Lead
  • Comic Relief
Jane Dustan
  • Paid Media Manager
  • Comic Relief
Tom Manktelow
  • Senior Digital Fundraising Officer
  • Comic Relief
Kat Salmons
  • Individual Giving Manager
  • Comic Relief
Michelle Clark
  • Senior Fundraising Marketing Manager
  • Comic Relief
Sam Niven
  • Senior Media Strategist
  • Blue State
Nathalie Ormrod
  • Media Director
  • Blue State
Jessica Smith
  • Project Manager
  • Blue State
Melanie Trabi
  • Group Account Director
  • Blue State